Cultural positioning and strategic resilience
From local icon to the mainstream market
Keywords:Cultural positioning, Hispanic, Topo Chico, Laredo Taco, Tex-Mex, case study
The international corridor located on the US-Mexico border is recognized as a highly resilient community existing within the fast-emerging economy. This community comprises a cultural integration of American and Latinx cultures, which is evident within business and consumer practices. Accordingly, business and branding strategy is culturally oriented and culturally expressive. This paper presents two business cases that illustrate how cultural positioning is achieved with local brands that expand beyond the local context to the mainstream market. The two cases presented in this paper are Topo Chico and Laredo Taco. Each of these cases began within a cultural niche with recognized potential that translated to the mainstream American market, demonstrating strategic resilience along the way. The Topo Chico case shows perseverance in a bottle and the Laredo Taco case shows resilience combined as authenticity and innovation. The implications of the cases presented to demonstrate the value of a strong cultural positioning, strategic alliances, and a view to the longer term and farther horizon.
How to Cite
Copyright (c) 2021 Sharon Schembri
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
- Creative Commons Attribution (CC BY): lets others distribute and copy the article, to create extracts, abstracts, and other revised versions, adaptations or derivative works of or from an article (such as a translation), to include in a collective work (such as an anthology), to text or data mine the article, even for commercial purposes, as long as they credit the author(s), do not represent the author as endorsing their adaptation of the article, and do not modify the article in such a way as to damage the author's honour or reputation.
- Creative Commons Attribution-NonCommercial-NoDerivs (CC BY-NC-ND): for non-commercial purposes, lets others distribute and copy the article, and to include in a collective work (such as an anthology), as long as they credit the author(s) and provide they do not alter or modify the article.